The Big Game 2025 Shelf Report
The days leading up to the biggest football game of the season drive one of the biggest food-and-celebration shopping events of the year. From watch parties and snack spreads to last-minute hosting runs and impulse purchases, shoppers flood stores in a compressed window, all expecting shelves to be game-day ready.
But even with strong inventory and packed backrooms last year, execution gaps meant many products never made it to the shelf when demand peaked.
Simbe analyzed real-world shelf data from the 7 days leading up to game day in February 2025 across food retail. The out-on-shelf spikes might surprise you!
Top Out-on-Shelf (OOS) by Department
šŗ Beer: The party ran dry faster than expected
OOS beer climbed 67% ahead of game-day weekend, making it the most strained department of the week across multiple beer segments including non-alcoholic beers, light beers, and lagers.
These increases accelerated late in the week and peaked just before kickoff.
Daily OOS by Beer Category
š„Æ Bakery: Fresh out before the first whistle
OOS bakery items rose 58% during the lead up week as shoppers grabbed bagels, buns, and tortillas.
Simbeās clients, however, use Virtual Tour to gain remote, high-definition views of bakery tables and shelves, enabling better production planning, faster replenishment decisions, and more consistent execution across stores.
Daily OOS by Bakery Category
š„ Hard Beverages: The bar cart got busy
OOS hard beverages jumped 47% in the days leading up to the big event, especially hard kombucha, ready-to-drink, and hard tea categories.
With high-turnover and high-risk zones under pressure, however, Simbe clients use Tally Spot for high-frequency monitoring in liquor aisles. By flagging fast-moving items in near real time, teams reinforce key categories, reduce shrink, and keep shelves stocked before the final rush.
Daily OOS by Hard Beverage Category
š Party & Gift Supplies: Celebration staples vanished under pressure
OOS party and gift supplies increased 40% as shoppers scrambled for last-minute hosting essentials. Gift baskets, gift wrap, and toys & games peaked late in the week, creating avoidable gaps during the final pre-game rush.
Daily OOS by Party & Gift Supplies Category
š Sports & Outdoor: Game-day gear wasnāt always game-ready
OOS sports & outdoor items rose 27% the week before kickoff. Demand for gear, recreational items, and seasonal products surged mid-week, leaving some categories short as excitement built.
Simbe clients use Tally RFID, however, for precise, autonomous inventory tracking of apparel and sports items. With frequent RFID scans and real-time product location, teams quickly find misplaced items, rebalance inventory, and keep game-day gear available before kickoff.
Daily OOS by Sports & Outdoor Category
Looking ahead to the big game this year
Surprise shelf gaps donāt have to be part of the game-day playbook.
Simbe helps retailers turn real-time shelf data into daily decisions, so every product, in every store, is ready when shoppers are. Nearly 1 in 3 shoppers say theyād shop less or stop shopping altogether when faced with poor availability, putting loyalty on the line every time shelves come up short.